From camel coats to guochao: Max Mara woos China’s luxury brand consumers
Summary
Max Mara celebrated its 75th anniversary with a fashion show in Shanghai that combined Chinese cultural elements with the brand’s style. The luxury brand has been in China for 33 years and sees the country as a key market where local culture and luxury fashion merge.Key Facts
- Max Mara held a show in Shanghai to mark its 75th anniversary.
- The collection included Chinese-inspired designs like knotted silk buttons and cheongsam dresses.
- The brand has operated in China for 33 years, with 27 stores in Shanghai alone.
- Chinese consumers make up about a quarter of global luxury spending.
- The show mostly featured local Chinese models, including Chinese-American skier Eileen Gu.
- A current trend in China called “guochao” reflects young people’s preference for fashion linked to their cultural identity.
- Max Mara supports themes of female ambition and empowerment in its branding and collections.
- The brand aims to move beyond traditional fashion trends, encouraging individual style choices.
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